A Facebook Challenge is a virtual event that runs solely on Facebook and leverages the power of social networking through ads, groups and fundraisers. This means:
- Lower acquisition costs
- More fundraisers
- And a chance to meet supporters where they already are!
PA Research Foundation worked with Flat Earth Direct on the concept of their first Facebook Challenge directed at those affected by breast cancer. They found that the activity of squats resonated with their audience and provided an activity that was inclusive and didn’t involve equipment. The goal total of 3000 squats in the month also tied into their messaging of how 3000 lives are lost to breast cancer in Australia each year which meant the team could relate their fundraising ask with the activity.
To support the initial setup of their Facebook Challenge, PA Research Foundation partnered with Flat Earth Direct who, alongside evolving the initial activity, also developed and supported with:
- Design elements such as ad creative and Facebook group and fundraiser imagery
- Copy for group content, emails, fundraiser description, and on-page messaging
- A content schedule with suggested copy for Facebook group engagement
- Ad management and audience selection
This allowed PA Research Foundation to focus on time-consuming tasks such as the fulfillment of their t-shirt incentive and supporter engagement through ad and group moderation.
And with over 4,000 members in their Facebook Challenge group, the team had their work cut out for them! Here are five things we learned about PA Research Foundation’s 100 Squats a Day in April Facebook Challenge group:
- Their audience was largely made up of new supporters to the nonprofit and the demographic was mainly women with a connection to breast cancer.
- Whilst the team did recruit Challenge Champions prior to the campaign beginning, they felt the engagement lacked the authenticity that they found with natural engagers in the group. They reached out to these individuals instead to capture their stories and reasons for supporting them.
- There were some instances of conflict within the group with one member sending abusive messages to others however, the team took decisive action to maintain a safe and supportive environment for all members.
- The team ran a competition during the Challenge month with a goal of raising AU$15 or more to be in with a chance of winning a pack of branded goods however, it received little engagement. Takeaway? Don’t be afraid to test and fail!
- Whilst the competition didn’t produce the results PA Research Foundation had anticipated, they did find that their best engagement came from interactive content such as simple questions, ‘selfie’ collages, song suggestions for squatting, and fundraising updates.